beefeater launches summer edition gin

April 23, 2010

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New York, NY (April 22, 2010) – Beefeater Gin, the world’s most awarded gin and only premium London Dry Gin still made in London, announces the release of a limited Beefeater Summer Edition Gin. A lighter style gin specially designed to reflect the more relaxed style of summer drinking; Beefeater Summer Edition Gin upholds the high standards of flavor and integrity that are the benchmark of Beefeater.

Beefeater Summer Edition Gin is created with the 9 natural botanicals sourced from around the world that are used in Beefeater London Dry Gin, with the addition of three new English inspired additions: elderflower, black currant and hibiscus. The aromas of summer flowers enhance Beefeater’s key-note citrus character and deliver a softer gin with a well-balanced taste of floral and herbal notes and just the right kick of juniper, the signature taste of gin. Beefeater Summer Edition Gin is distilled to a lighter 40% alcohol by volume (ABV) compared to Beefeater’s standard 47% ABV, leading to its softer, lighter summer style.

“Summer is a great time to experience and enjoy the unique qualities of gin,” said Maria Puente, Senior Brand Manager for Beefeater at Pernod Ricard USA. “Our new Beefeater Summer Edition Gin, with its delicate floral overtones, is evocative of a tranquil English summer and blends beautifully with cranberry juice, as well as fresh fruit flavors and good quality tonic water to create exceptional and refreshing summer cocktails.”

Beefeater Summer Edition Gin will be available at retail beginning in June and running through the end of summer. The limited release will be supported with customized merchandising materials including case bins, shelf talkers, case cards and drink recipe neckers. Available in a 750ml size only, Beefeater Summer Edition Gin will retail for a suggested price of $19.99.